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Shein shouldn't be allowed to sell its 'Dazy' brand in Australia, IP lawsuit says

By James Panichi ( February 5, 2025, 04:16 GMT | Insight) -- Shein is locked in a trademark court battle with Australian apparel retailer The Iconic over the use of the brand name “Dazie,” with documents filed to a court in Sydney outlining a lawsuit seeking to shut down Shein’s ongoing sale of clothing items branded “Dazy.” Federal Court of Australia filings reveal that Internet Services Australia 1, the company that operates The Iconic’s website and app, is suing Shein Distribution Australia to force the fast-fashion company to stop selling Dazy apparel. Shein has now filed a counter-lawsuit, claiming The Iconic should never have been allowed to use its Dazie trademark.Global e-commerce platform Shein is locked in a trademark court battle with Australian apparel retailer The Iconic over the use of the brand name “Dazie,” with documents filed to a court in Sydney outlining a lawsuit seeking to shut down Shein’s ongoing sale of clothing items branded “Dazy.”...

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